Scotch whisky brand The Famous Grouse has started making direct shipments to the Chinese mainland, for the first time, parent company Edrington announced today. Edrington chairman and chief executive Ian Good said that Edrington had identified China as a key market for future growth and had recently doubled the financial resources it devoted to the region in order to grow its business. "Sales are growing steadily and China has the potential to become a key market once full economic growth returns to the region after the Asian financial crisis.